While team loyalty has long defined sports fandom, the past few decades have seen athletes emerge as powerful drivers of fan engagement. The 1990s saw icons like Michael Jordan and David Beckham pave the way for a new era where individual players built global followings that often transcended their teams.
With the rise of digital platforms, this trend has only accelerated. Athletes now shape fan connections, influence sponsorship value, and fuel audience growth—making their role more crucial than ever in today’s crowded sports and entertainment landscape. So what does this mean for rightsholders and their fan engagement strategy?
Why athletes matter more than ever right now
Sports fandom is emotional, personal, and deeply tied to identity. While teams offer a sense of belonging that has traditionally been linked to family ties and birthplace, players provide something, arguably, more powerful: authentic human connection. Fans don’t just admire athletes; they aspire to be them, resonate with their beliefs, and feel a personal stake in their journeys.
This effect is especially pronounced among younger generations. Research shows that Gen Z fans engage with sports differently than their predecessors. On social platforms, these fans are likely to follow individual athletes across clubs and leagues. This impacts how clubs think about engagement, retention, and means they must truly understand their fans, e.g. Are they an avid or casual fan? How are they engaging with us? What is their lifetime value?
Lionel Messi has long been a prime example of the athlete effect. Within 24 hours of signing to PSG in 2021, the club sold over 830,000 Messi jerseys, generating over $100 million in revenue. The club’s social media following skyrocketed, with millions of new followers flocking to their channels. PSG wasn’t just acquiring a world-class footballer; they were buying an entire global fanbase. Two years later, when he joined Inter Miami, he was credited with bringing new fans to the MLS and raising its profile.
More recently, we have seen the incredible impact of athletes in women’s sports. The 2024 list of SportsPro’s most marketable athletes saw the top 10 split 50/50 between male and female athletes—somewhat swayed by the Olympics—with Simone Biles ranking #1, Caitlin Clark at #4 and Ilona Maher at #8. The simple fact that the “Caitlin Clark Effect” and “Ilona Maher Effect” are common phrases which can be easily Googled, tells you much of what you need to know.
But this phenomenon isn’t limited to football. The NBA and WNBA have been built around their superstars, with players like LeBron James, Steph Curry, Caitlin Clark, and Paige Bueckers serving as the faces of the league. When LeBron changed teams from Cleveland to Miami, back to Cleveland, and then to LA, millions of fans followed, shifting their allegiances not to clubs, but to the player himself.
Athletes as content creators: The future of fan engagement
Social media has turned athletes into content creators in their own right. Many top players now have bigger online followings than their clubs, shifting the balance of power. For clubs, this presents both a challenge and an opportunity. Rather than competing with their own players for attention, they should collaborate, leveraging athletes’ platforms to expand their reach.
Manchester City has pioneered this approach by launching their own production facilities, creating original content around both the team and individual players. Their WhatsApp channel, which quickly grew to over 250 million members, is used to share exclusive behind-the-scenes content, linking directly to their paid streaming service, City+. This not only builds engagement but also converts fan interest into revenue.
The challenges of athlete driven fandom
While star players can drive massive engagement, clubs also face risks if they rely too heavily on individual athletes for their brand identity. If a club builds its entire marketing strategy around a single player, what happens when they leave?
This is particularly important for clubs with a high player turnover rate. Consider Cristiano Ronaldo’s career trajectory. When he moved from Real Madrid to Juventus, millions of fans followed him, causing a spike in Juventus’ social media numbers. When he left, many of those same fans disengaged from the club.
The key for clubs is balance. Leveraging the influence of individual players while still maintaining a strong brand and authentic club story that keeps fans engaged long-term.
Understanding fan behaviour
Athletes influence fan engagement in two primary ways:
1. Emotional behaviours
- Social media engagement: Players often have bigger followings than their clubs, making them key content drivers.
- Lifelong loyalty: Many young fans stick with the team their favorite player first played for, even after they retire.
- Content consumption: Athlete-led content, from behind-the-scenes access to personal storytelling, keeps fans engaged beyond matchdays.
2. Transactional behaviours
- Jersey and merchandise sales: Star players drive huge spikes in sales.
- Ticket purchases: Fans are willing to travel to see their favorite players in action, boosting stadium attendance.
- Sponsorship and partnerships: Brands align with players to tap into their loyal followings.
- Broadcasting and streaming: Broadcasters pay a premium for rights to games featuring superstar athletes.
Understanding these behaviours allows clubs to better position themselves in a market where player influence is only growing.
How can club leverage athlete influence without losing their own identity?
To maximise athlete-driven engagement while maintaining club loyalty, sports organisations should focus on:
1. Building a club identity beyond the players
While players come and go, clubs must have a brand that endures for generations. Teams must tap into their communities, location, or style of play to carve out a meaningful identity that extends beyond individual stars and truly resonates with fans.
2. Aligning narratives
When clubs and players share a cohesive message, engagement is stronger. Clubs should work closely with athletes on storytelling—highlighting their journeys within the broader club vision.
3. Creating sustainable content ecosystems
Athlete-driven engagement should be part of a broader content strategy that includes:
- Behind-the-scenes access
- Long-form storytelling (documentaries, exclusive interviews)
- Interactive fan experiences (live Q&As, personal messages)
Final thoughts: The new playbook for fan engagement
The way fans engage with sports is evolving, and clubs must evolve with it. Athletes are no longer just players; they are brands, content creators, and engagement engines.
To stay ahead, clubs must recognise that fandom is no longer just about location, history, or tradition—it’s about connection. And in the digital age, that connection is increasingly personal, emotional, and driven by the stars on the field.
By embracing this shift, sports organisations can turn engagement into loyalty, and loyalty into lifelong fandom.
With one of our ventures, Contested, we help athletes adapt to change and secure fair-play sponsorships powered by AI. Head here to find out more.
